"The main goal of IMPRESS is to help people who use Kinko's put their
best face forward in terms of the way their documents look and feel," says Eakeley.
"With the burst in technology, there's no excuse for not producing professional-caliber
documents. Small businesses today are held to the same standards as IBM."
The magazine seeks to be "aspirational" in that it encourages readers to exceed
their goals. But it's also practical, she says. "We try to run lots of sidebars
with concrete suggestions and examples. We're looking for the type of article
format that you see in Fast Company."
A recent PR pitch that got ink: "Someone from a PR firm contacted me with information
about a company that specializes in yellow pages advertising and design. The
owner of the business formerly worked for the yellow pages and had research
to back up their effectiveness [as an advertising strategy]. It was a great
story for IMPRESS because all small businesses question whether or not
yellow pages listings are worth the investment."